Dulce Bingham

Provide strategic direction for market research, branding, product and packaging development for a soda and spirits brands. Led the creative agencies in building the brand world and executing the branding and packaging design, while guiding the founding team in defining the launch strategy and Route to Market in the US & Mexico, along with their Marketing Strategy for Launch. Additionally, I collaborated as a Beverage & Spirits Consultant for projects with Ernst & Young, advising on industry-specific strategy and insights for new brand launches.

-Developed and led the marketing department and the company strategy. Establishing a presence across the US and Mexico, as the leading independent mezcal in the ultra-premium segment. -Built brand programming for both on-premise and off-premise channels, driving distributor relationships and setting up a partnership with Frederick Wildman as our Importer and SGWS, resulting in double-digit growth. -Led digital marketing, influencer relationships, e-commerce, experiential marketing, and sponsorship initiatives across fashion, art, and fine dining, achieving a 70% ROAS and creating immersive brand experiences. -Drove product innovation to further solidify leadership in the luxury space by launching new high-end SKUs in collaboration with industry leaders. -Managed a team of 5 reports. - Managed Investor Relationship with high profile entrepreneurs, influencers and celebrities, such as Karlie Kloss, founders of Warby Parker, Harry's, and Allbirds.

-Created the brand positioning, storytelling, and identity in collaboration with NYC leading creative agencies and creative directors, launching the brand through PR and digital marketing, establishing it as a top luxury mezcal brand in NY within 18 months. -Responsible for developing and overseeing the execution of the entire brand plan, including annual strategy, budget management, channel strategy, and marketing campaigns. -Spearheaded the development of the full digital marketing and e-commerce strategy. -Oversaw and executed over 40 activations yearly, including NYFW, BCB, and Tales of the Cocktail. -Drove distributor relationships, defined the route to market, and managed account segmentation and programming to ensure effective market penetration. -Built and recruited the Marketing Team and brand ambassadors. Led cross-functional teams, agencies, and managed relationships with key investors. Led a Team of 5 direct reports.

Optimized marketing strategies for launching new brands such as Abasolo, Nixta, Ojo de Tigre, and Las Californias. Establishing the first US office, acting as a liaison between Mexico and the US.

-Led the development and growth of brands from initial incubation through successful acquisition by Campari, along with the creation of the Marketing department of Casa Lumbre. -Bumped up Montelobos® to 4th from 7th position in value worldwide, boosting, in three years, cases to 12,000 from 3,000. -Positioned Ancho Reyes® to the 15th rank in value among 256 liqueur brands, boosting sales 8X faster than the category. -Bolstered distribution growth to 1,200 from 200 clients, sparking on-premise and online presence. Landed the #1 top-trending mezcal brand and the #5 top-trending liqueur in the world by Drinks International. -Spearheaded more than 100 promotional activities, increasing the brands´ sales each year twofold and maximizing the budget. -Led 12 direct reports, 10 agencies, and marketing teams from importers and distributors: Campari, William Grant & Sons, and BLN brands, in addition to 24 international distributors. Managing the brand's P&L. -Drove global marketing alignment for Europe, US, and Latin America, providing the strategy and tropicalizing according to market needs. -Created successful ATL & BLT platforms, like “Montelobos Día de Muertos” and “Reyes de la Cocteleria,” the first digital Mixology contest in Mexico, with 2x more participants than the most recognized international contest in its first edition, becoming global brand platforms for Campari today.

-Propelled, in two years, 55% volume growth. Managing the brand's P&L. Managing a + 28 million budget. -Improved brand preference to 3rd from 7th favorite beer brand and 5th brand in frequency, through ATL & BLT strategies. -Launched Dos Equis® Ambar, increasing sales volume by 400% and boosting revenue by 300% versus leading competing brands. -Brought on board the first Mexican astronaut for “The Most Interesting Man Goodbye Campaign”(#AdiosAmigo), oversaw coverage in the most important magazines, newspapers, and celebrity socia media platforms, generating +100k brand mentions and 80MM impressions. -Improved digital strategy, achieving a 1,200% growth in the community by creating the #ISEEXX campaign, the first paid media Instagram campaign recognized for delivering the highest engagement rate in the industry, and winning a “Bronze Effie Award” in 2016 - Lead the rebranding and launching of the Dos Equis Can.

-Launched Dos Equis® Radler innovation achieving the largest company sampling with 5.6 million samples and 82 hktls sales goal. -Managed “The Most Interesting Man” Winning a Silver Effie Award –outperforming 10x the industry engagement rate – and becoming the most recalled brand campaign in the history of Dos Equis®. -Spearheaded the “Electric Daisy Carnival” – the biggest brand event management with 100k assistants and a 360 ATL/BTL plan with 20 million impressions, leading 10 agencies. -Conceptualized ATL/BTL platform of six art/music events with 700 TRPS and 10 million views, improving brand awareness by 20%.

Led the planning and organization of promotional and advertising activities for the launch of "La Línea que nos une" campaign across 80+ markets and destinations, aimed at achieving the company's sales objectives. Coordinated advertising, media planning, market research, and BTL agencies. Spearheaded partnership campaigns with NFL, Disney, and Starbucks.

Responsible for Brand Communication Strategy and Implementation Accounts: Primarily Bacardi Rum Category, Secondary Hard Rock Hotels, Allergan, and leading global Art Fair Zona Maco Brand communication strategies, through brand press releases, alliances, and activations. • 60% increase in annual revenue as a result of the growth of the account “Bacardí” rum category. Launch and coordination of Champions Drink Responsible event with Rafael Nadal. • 190% rise in actual versus projected ROI of the client “Hard Rock Hotels”, and generation of brand awareness of its launch in Mexico, resulting in a 61% increase in annual income.

Implementation of the strategic brand communication plan, and media relationship management. • Development of a public relations strategy for “Latisse” and “Zona Maco”,87% increase in annual income, due to 400% better ROI

Planning and implementation of promotion campaigns for Walmart at the point of sale for Oscar Mayer, Yoplait, Fud, San Rafael, increasing sales by 88%, reducing perishable food inventories with a 20% savings in the budget. Coordination with marketing, sales, operations and agencies.